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What's Your Social Media Strategy: IRMA 2011

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Kim Pittaway

The document outlines key steps and strategies for developing an effective social media presence based on case studies of various publications. It discusses building followers through following others, creating engaging content, triggering conversations, monitoring metrics, and focusing efforts on Facebook and Twitter. The case studies illustrate how the publications engaged audiences, drove traffic, and increased subscriptions through targeted social media strategies.

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What’s Your Social Media Strategy? Kim Pittaway IRMA 2011 Kimpittaway.com
What we’ll cover ,[object Object],[object Object],[object Object],[object Object],[object Object]
All in 75-ish minutes
[object Object]
case studies
“ I don’t think I got it” Patrick Walsh & Outdoor Canada
 
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“ I treat it like a game. And I want to win.”
What does winning look like? ,[object Object],[object Object],[object Object]
“ I look at it as a link in the chain to move people to the magazine and the website”
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
“ The blog post was my excuse to bug people”
 
What did he do? ,[object Object]
What did he do? ,[object Object],[object Object]
What did he do? ,[object Object],[object Object],[object Object]
“ It’s early days, but we are measuring traffic”
Don’t forget to have fun
Success looks like…
“ It’s all about exposure for the brand” Kat Tancock & Best Health
What does exposure look like?
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
“ We wanted to reach out. And we wanted to do something positive to support health bloggers”
 
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
“ Twitter is bigger. Facebook is more engaged.”
“ It’s all about visibility” Lisa Murphy and Canadian House & Home
What does visibility look like?
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
“ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
“ None of it is the answer: You just have to try stuff.” Lisa Whittington-Hill and This Magazine
 
What does success look like? ,[object Object]
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
“ I had to ask myself: What could our cheapest price be?”
And then GroupOn pushed it lower
How did they do it? ,[object Object],[object Object],[object Object]
 
“ I thought 50 to 100 subscriptions would be great”
How did they do it? ,[object Object]
How did they do it? ,[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object]
How did they do it? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ It will be interesting to see what happens as other couponers enter the market. Shop around.”
Case study bonus round ,[object Object]
Case study bonus round ,[object Object],[object Object]
Case study bonus round ,[object Object],[object Object],[object Object]
Case study bonus round ,[object Object]
Case study bonus round ,[object Object],[object Object]
Case study bonus round ,[object Object],[object Object],[object Object]
5 essential steps
1. Listen ,[object Object]
1. Listen ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object]
2. Connect ,[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object]
2. Connect ,[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object]
2. Connect ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. Share ,[object Object]
3. Share ,[object Object],[object Object]
3. Share ,[object Object],[object Object],[object Object]
3. Share ,[object Object],[object Object],[object Object],[object Object]
3. Share ,[object Object]
4. Ask ,[object Object]
4. Ask ,[object Object],[object Object]
5. Respond ,[object Object]
5. Respond ,[object Object],[object Object]
5. Respond ,[object Object],[object Object],[object Object]
8 key questions
1. What should you post? ,[object Object]
1. What should you post? ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. How should you interact? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. What is most likely to get shared?
3. What is most likely to get shared? ,[object Object]
3. What is most likely to get shared? ,[object Object],[object Object]
3. What is most likely to get shared? ,[object Object],[object Object],[object Object]
3. What is most likely to be shared? ,[object Object]
3. What is most likely to be shared? ,[object Object],[object Object]
3. What is most likely to be shared? ,[object Object],[object Object],[object Object]
4. When should you share? ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. Why do people quit you?
5. Why do people quit you? ,[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. How can you manage this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7. What social media should you focus on? ,[object Object],[object Object]
7. What social media should you focus on? ,[object Object],[object Object],[object Object],[object Object]
7. What social media should you focus on? ,[object Object]
7. What social media should you focus on? ,[object Object],[object Object]
8. What about others?
8. What about the others?
8. What about others?
8. What about others?
8. What about others?
8. What about others?
8. What about the others? ,[object Object]
8. What about the others? ,[object Object],[object Object],[object Object],[object Object]
1 mega-question
What is the ROI? ,[object Object]
What is the ROI? ,[object Object],[object Object]
What is the ROI? ,[object Object],[object Object],[object Object]
You need to be in the 16% who measure
What’s the R in your ROI?
What’s the I in your ROI?
You can’t track what you haven’t measured
You can’t track what you haven’t measured ,[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object],[object Object]
You can’t track what you haven’t measured ,[object Object],[object Object],[object Object],[object Object]
And a bunch o’ resources
Find… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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